Press Room | 2013

March 5, 2013

ARMSTRONG INTRODUCES AMERICAN SCRAPE HARDWOOD FLOORING

LANCASTER, PA, MARCH 5, 2013 – Armstrong Floor Products, a leader in the design and manufacture of residential flooring, introduces American Scrape, a new American-made genuine scraped hardwood.

American Scrape features richly textured solid and engineered hardwood floors, inspired by the rugged beauty of the American landscape. This special collection is offered in domestic hickory, known for its rustic character and superior hardness, and oak, an American classic. Everything about these floors has an American stamp – wide width planks (5”) and dramatic colors named for diverse regions around the country.

American Scrape leverages Armstrong’s industry-leading scale and a new technology to deliver beautiful, genuine scraped wood products at very appealing prices. Each floor is made in the USA.

American Quality, Guaranteed to Last

Over 90% of all Armstrong hardwood flooring is manufactured in the U.S., including the new American Scrape collection, using local raw materials. As the leading manufacturer of flooring in North America, Armstrong is committed to sustaining natural resources and reducing its environmental impact. Armstrong has a long history of recycling and environmental stewardship – from re-using cork waste for linoleum floors in the early 1900s to planting hardwoods to replace the wood it uses to make floors today.

A portion of the sales from the American Scrape collection will be dedicated to supporting Homes for Our Troops (HFOT), a national nonprofit, non-partisan organization that builds specially adapted homes for the nation’s severely injured veterans.

Texture is Becoming the New Color

A big trend in recent years is related to texturing – in floors, in furniture and in textiles. Consumers want to be able to see the texture as well as feel it.

“Flooring design is all about visual and tactile interest. This can be achieved through color, pattern, texture and finish. The three dimensional, undulating surface of sculpted hardwood has the power to completely transform a room,” says Sara Babinski, principal designer for Armstrong Hardwood.

“From fashion to interior furnishings, we have rekindled our relationship with wood,” says Babinski. “Wood is appreciated for its inherent natural color and beautiful character with knots, mineral streaks, grain figuring and general uniqueness. There is an evolution underway in surface treatments for hardwood, and it translates into a wide range of choices from Armstrong – including this beautiful rough hewn American Scrape collection.”

“Hardwood is the new neutral, and works well in many spaces. It’s derived from nature, and brings the outdoors in - the great escape! Distressed or antiqued floors offer customers the look of antiqued visuals that work well in both contemporary and traditional settings. Sculpted or scraped floors offer the popular look of time worn floors often found in older homes, upper end converted warehouse lofts and centuries old castles,” adds Babinski.

For more information, visit www.armstrong.com.

About Armstrong World Industries
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors and ceilings. Based in Lancaster, Pa., Armstrong operates 34 plants in eight countries and has approximately 8,700 employees worldwide. For more information, visit http://www.armstrong.com/.

News Contact
Michelle Zelman, 717-859-6766
mjzelman@armstrong.com.

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